Abstract
India’s growing tribe of old and new luxury consumers is more traveled, more discerning and more demanding than ever before. Gone are the days when multi-national companies could get away with introducing outdated models or having limited product selection for the Indian market. And it is no longer sufficient for companies to ride on the halo of their global brand images while selling to Indian consumers.
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© 2012 Lulu Raghavan
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Raghavan, L. (2012). Delivering a Luxury Brand Experience. In: Atwal, G., Jain, S. (eds) The Luxury Market in India. Palgrave Macmillan, London. https://doi.org/10.1057/9781137264169_10
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DOI: https://doi.org/10.1057/9781137264169_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-34053-8
Online ISBN: 978-1-137-26416-9
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